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STRATEGI PERIKLANAN DALAM MEMBANGUN PERSONAL BRANDING PUTRI ARISTIANI SEBAGAI BEAUTY ENTHUSIAST PADA MEDIA SOSIAL INSTAGRAM Suryono, Joko; Widiastuti, Oktavia
JURNAL KOMUNITAS Vol. 11 No. 2 (2025): Jurnal Komunitas, Edisi September 2025-Februari 2026
Publisher : Prodi Ilmu Komunikasi Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/komunitas.v11i2.2042

Instagram is a potential medium in building personal branding, especially in the beauty field. Putri Aristiani, a beauty enthusiast, utilizes this platform to build her self-image. This research aimed to find out the advertising strategy used by Putri and identify the challenges faced, by analyzing it through Peter Montoya's The Eight Laws of Personal Branding theory, which includes: specialization, leadership, personality, difference, visibility, unity, constancy, and good name. This research used descriptive qualitative methods with in-depth interview techniques, observation by listening to Putri Aristiani's Instagram content (@putriaristiani05) and questionnaires to followers. The results showed that the advertising strategy used includes selectivity in choosing products, soft selling approach, personal and educational communication style, and visual consistency. Putri actively built interactions with followers and chooses products that match her personal values, such as Wardah and NAMA Beauty. Despite facing challenges such as changes in the Instagram algorithm, Putri maintained consistency and relevance of content. The strategy applied reflected a strong effort in building a self-image that is authentic, credible and in line with the personal identity displayed on social media.

MAKNA SIMBOL KOMUNIKASI BUDAYA DALAM GENDUREN MEGENGAN PADA MASYARAKAT DUSUN WALENG GIRIMARTO WONOGIRI Suryono, Joko; Aji Pamungkas, Bagoes
JURNAL KOMUNITAS Vol. 11 No. 2 (2025): Jurnal Komunitas, Edisi September 2025-Februari 2026
Publisher : Prodi Ilmu Komunikasi Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/komunitas.v11i2.2043

Understanding cultural symbols within a tradition cannot be separated from efforts to preserve its cultural values. Symbols in a cultural context function not only as physical representations or ritual actions, but also as a communication medium that contains the values, beliefs, and worldviews of the community supporting the culture. One tradition that still maintains its cultural symbols is Genduren Megengan. This study aims to examine the meaning of cultural communication symbols in the Genduren Megengan tradition in the Waleng Hamlet community, Girimarto District, Wonogiri Regency. This tradition is part of the cultural heritage of an agrarian society rich in religious, social, and cultural values. This study used a qualitative approach with Clifford Geertz's symbolic interpretation method. Data collection techniques were carried out through observation, in-depth interviews, and documentation. The results show that the symbols in the Genduren Megengan tradition were divided into three primary forms: object symbols, verbal symbols, and nonverbal symbols. Each symbol had a religious meaning as a form of respect for ancestors, a social meaning in strengthening relationships between community groups, and a cultural meaning as an effort to preserve local identity. These symbols form a ritual communication that strengthens solidarity and social cohesion within the community. This study concludes that the Genduren Megengan tradition is not only an annual ritual but also a means of cultural communication with profound meaning

STRATEGI PERIKLANAN DALAM MEMBANGUN PERSONAL BRANDING PUTRI ARISTIANI SEBAGAI BEAUTY ENTHUSIAST PADA MEDIA SOSIAL INSTAGRAM Suryono, Joko; Widiastuti, Oktavia
JURNAL KOMUNITAS Vol. 11 No. 2 (2025): Jurnal Komunitas, Edisi September 2025-Februari 2026
Publisher : Prodi Ilmu Komunikasi Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/komunitas.v11i2.2042

Instagram is a potential medium in building personal branding, especially in the beauty field. Putri Aristiani, a beauty enthusiast, utilizes this platform to build her self-image. This research aimed to find out the advertising strategy used by Putri and identify the challenges faced, by analyzing it through Peter Montoya's The Eight Laws of Personal Branding theory, which includes: specialization, leadership, personality, difference, visibility, unity, constancy, and good name. This research used descriptive qualitative methods with in-depth interview techniques, observation by listening to Putri Aristiani's Instagram content (@putriaristiani05) and questionnaires to followers. The results showed that the advertising strategy used includes selectivity in choosing products, soft selling approach, personal and educational communication style, and visual consistency. Putri actively built interactions with followers and chooses products that match her personal values, such as Wardah and NAMA Beauty. Despite facing challenges such as changes in the Instagram algorithm, Putri maintained consistency and relevance of content. The strategy applied reflected a strong effort in building a self-image that is authentic, credible and in line with the personal identity displayed on social media.

MAKNA SIMBOL KOMUNIKASI BUDAYA DALAM GENDUREN MEGENGAN PADA MASYARAKAT DUSUN WALENG GIRIMARTO WONOGIRI Suryono, Joko; Aji Pamungkas, Bagoes
JURNAL KOMUNITAS Vol. 11 No. 2 (2025): Jurnal Komunitas, Edisi September 2025-Februari 2026
Publisher : Prodi Ilmu Komunikasi Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/komunitas.v11i2.2043

Understanding cultural symbols within a tradition cannot be separated from efforts to preserve its cultural values. Symbols in a cultural context function not only as physical representations or ritual actions, but also as a communication medium that contains the values, beliefs, and worldviews of the community supporting the culture. One tradition that still maintains its cultural symbols is Genduren Megengan. This study aims to examine the meaning of cultural communication symbols in the Genduren Megengan tradition in the Waleng Hamlet community, Girimarto District, Wonogiri Regency. This tradition is part of the cultural heritage of an agrarian society rich in religious, social, and cultural values. This study used a qualitative approach with Clifford Geertz's symbolic interpretation method. Data collection techniques were carried out through observation, in-depth interviews, and documentation. The results show that the symbols in the Genduren Megengan tradition were divided into three primary forms: object symbols, verbal symbols, and nonverbal symbols. Each symbol had a religious meaning as a form of respect for ancestors, a social meaning in strengthening relationships between community groups, and a cultural meaning as an effort to preserve local identity. These symbols form a ritual communication that strengthens solidarity and social cohesion within the community. This study concludes that the Genduren Megengan tradition is not only an annual ritual but also a means of cultural communication with profound meaning

Praktik Akad Pembiayaan Nasabah Studi: Analisis Penetapan Akad Pembiayaan Nasabah di Bank Syariah Indonesia (BSI) Surakarta Suryono, Joko
El-Mujtama: Jurnal Pengabdian Masyarakat Vol. 5 No. 2 (2025): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v5i2.6542

This research was carried out at Bank Syariah Indonesia (BSI) Surakarta, with the aim of finding out whether the implementation of murabahah contract financing is in accordance with Islamic principles and whether it is in accordance with the fatwa that has been determined by the DSN-MUI. This research method uses interviews, observation and documentation. This research uses qualitative descriptive analysis. The results of this research can be concluded that the implementation of murabahah financing at Bank Syariah Indonesia Surakarta uses a tiered percentage system each year from the principal of its murabahah financing. Margin determination is still based on the BI Rate and looking at the margins applicable at other banks. The system for implementing murabahah financing at banks can start from administrative requirements, collateral requirements, financing terms, financing ceiling, financing period, and fees charged to customers. In determining the murabahah financing margin, the annual inflation rate is still used. So the higher the BI rate, the higher the margin taken by the bank from its customers.

KOMUNIKASI PERTEMANAN MELALUI FITUR 'CLOSE FRIENDS' INSTAGRAM PADA MAHASISWA UNIVERSITAS VETERAN BANGUN NUSANTARA SUKOHARJO Fitriana, Rani; Suryono, Joko
JURNAL KOMUNITAS Vol. 12 No. 1 (2026): Jurnal Komunitas, Edisi Maret-Agustus 2026
Publisher : Prodi Ilmu Komunikasi Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/komunitas.v12i1.2185

Friendship Communication Through Instagram's 'Close Friends' Feature Among Communication Science Students Class of 2021 at Universitas Veteran Bangun Nusantara Sukoharjo. Undergraduate Thesis, Communication Science Study Program, Faculty of Social and Legal Sciences, Universitas Veteran Bangun Nusantara Sukoharjo, 2025.The ‘Close Friends’ feature on Instagram allows users to selectively share information with a limited group, enhancing privacy and control over shared content. This study aims to explore and analyze how the Close Friends feature on Instagram influences communication and friendships among university students. The research adopts a qualitative approach, with data collected through in-depth interviews, participatory observation, and content analysis. Data validity is ensured through data triangulation. The results of the study show that the ‘Close Friends’ feature can strengthen mutual trust among friends by allowing users to share more personal and exclusive content. Students feel more comfortable communicating and sharing important moments with their close friends, ultimately strengthening their friendships. In addition, this study also identifies several practical benefits, such as helping students understand the risks and benefits of social media use, and providing insights for social media developers to improve features according to user needs.

Constructing Brand Credibility Through Influencer Personal Branding on Instagram:A Semiotic and Qualitative Analysis Joko Suryono; Tsalasa An Nisaa; Bono Setyo; Rosninawati Hussin; Hariyanto Hariyanto
Profetik: Jurnal Komunikasi Vol. 18 No. 2 (2025): Vol. 18 No. 2 (2025)
Publisher : Faculty of Social Sciences and Humanities Universitas Islam Negeri Sunan Kalijaga Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14421/pjk.v18i2.3360

The rapid growth of social media has transformed advertising strategies, particularly for micro, small, and medium enterprises (MSMEs) seeking to build brand credibility in highly competitive digital environments. As audiences increasingly trust individual figures over corporate messages, influencer-based personal branding has emerged as a strategic form of digital marketing communication. This study aims to analyze how personal branding–based advertising strategies contribute to brand credibility and sales performance, using the Instagram endorsement of the Healthy Water brand by food content creator Rimbang Rayya as a case study. This research employs a qualitative phenomenological approach. Data were collected through in-depth interviews with the influencer, MSME brand owners, and active followers, complemented by Instagram content analysis and participant observation. Data validity was ensured through source and method triangulation. The analysis was guided by Peter Montoya’s Eight Laws of Personal Branding, encompassing specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. The findings indicate that Rimbang Rayya’s personal branding is constructed through consistent food-focused content, experiential product engagement, storytelling techniques, and authentic, informative communication. The integration of the eight personal branding elements successfully fosters audience trust, emotional connection, and perceived credibility, which are subsequently transferred to the endorsed brand. This strategy not only enhances the brand image of Healthy Water but also generates measurable outcomes, including increased audience engagement and significant growth in product sales. The study concludes that influencer personal branding functions as a relational and symbolic advertising mechanism capable of converting personal credibility into brand equity for MSMEs. Theoretically, this research extends the application of the Eight Laws of Personal Branding within digital influencer advertising contexts. Practically, it offers a strategic model for MSMEs to develop sustainable, trust-based advertising through authentic personal branding on social media platforms.

Konstruksi Gaya Hidup Sehat Iklan Mie Instan Lemonilo Versi Warnilo: Analisis Semiotika Roland Barthes Monika Umi Kartika; Joko Suryono; Budi Santoso; Hariyanto Hariyanto
Komuniti : Jurnal Komunikasi dan Teknologi Informasi Vol. 17 No. 2 (2025): Komuniti : Jurnal Komunikasi dan Teknologi Informasi, September 2025
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/komuniti.v17i2.10478

Gaya hidup sehat menjadi semakin relevan di tengah meningkatnya kesadaran masyarakat akan pentingnya menjaga kesehatan, terutama pasca pandemi COVID-19 turut meningkatkan kesadaran masyarakat terhadap pentingnya gaya hidup sehat, termasuk melalui konsumsi makanan bergizi. Di Indonesia, mie instan merupakan salah satu makanan yang sangat populer. Mie instan dikenal sebagai makanan yang praktis, murah, serta mudah disajikan. Namun, di tengah popularitas mie instan sebagai makanan cepat saji, muncul stigma negatif terkait kandungan nutrisinya. Penelitian ini bertujuan untuk memahami bagaimana konstruksi gaya hidup sehat direpresentasikan dalam iklan Mie Instan Lemonilo versi Warnilo (Warung Lemonilo). Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan semiotika Roland Barthes untuk mengidentifikasi elemen visual dan verbal yang merepresentasikan gaya hidup sehat dalam iklan. Data diperoleh melalui observasi tidak langsung terhadap iklan yang ditayangkan di kanal YouTube resmi Lemonilo, serta dokumentasi berupa tangkapan layar dan kajian pustaka. Hasil penelitian menunjukkan bahwa iklan Lemonilo secara visual dan verbal merepresentasikan gaya hidup sehat melalui simbol warna hijau, suasana warung yang bersih dan akrab, serta ekspresi bahagia dari para talent. Elemen-elemen ini berperan sebagai penanda yang membentuk makna denotatif mengenai produk sehat, dan makna konotatif yang mengasosiasikan Lemonilo sebagai bagian dari gaya hidup sehat. Melalui proses mitologisasi, iklan membangun citra bahwa memilih Lemonilo merupakan tindakan bijak dalam menjalani pola makan sehat. Dengan demikian, iklan ini bukan hanya alat promosi produk, tetapi juga sarana untuk membentuk pemahaman dan narasi sosial tentang pola hidup sehat. Healthy lifestyles are becoming increasingly relevant amidst the increasing public awareness of the importance of maintaining health, especially after the COVID-19 pandemic helped increase public awareness of the importance of a healthy lifestyle, including through the consumption of nutritious food. In Indonesia, instant noodles are one of the most popular foods. Instant noodles are known as a practical, cheap, and easy-to-serve food. However, amidst the popularity of instant noodles as fast food, a negative stigma has emerged regarding its nutritional content. This research aims to understand how the construction of a healthy lifestyle is represented in the Warnilo (Warung Lemonilo) version of Lemonilo Instant Noodle advertisement. This research uses a descriptive qualitative method with a Roland Barthes semiotic approach to identify visual and verbal elements that represent a healthy lifestyle in advertisements. The data was obtained through indirect observation of the advertisement aired on Lemonilo's official YouTube channel, as well as documentation in the form of screenshots and literature review. The results showed that Lemonilo advertisements visually and verbally represent a healthy lifestyle through green symbols, a clean and familiar shop atmosphere, and happy expressions of the talents. These elements act as signifiers that form denotative meanings about healthy products, and connotative meanings that associate Lemonilo as part of a healthy lifestyle. Through the process of mythologization, the ad builds an image that choosing Lemonilo is a wise action in undergoing a healthy diet. Thus, this advertisement is not only a product promotion tool, but also a means to shape social understanding and narratives about healthy lifestyles.

Marketing Communication Strategy for Shafira Store Surakarta Using Instagram Social Media Platform for Effective Engagement Putri Hardani, Arlinda; Suryono, Joko
Revenue Journal: Management and Entrepreneurship Vol 1 No 2 (2023): Revenue Journal: Management and Entrepreneurship (December)
Publisher : CV. Bimbingan Belajar Assyfa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61650/rjme.v1i2.601

Shafira is a leading Muslim fashion brand, renowned for its stylish products geared towards both teenagers and adults. This study explores the marketing communication strategy employed by Shafira Store Surakarta on Instagram. Utilizing a qualitative descriptive approach, data were collected through observation, in-depth interviews with 10 participants, and content analysis of Shafira's Instagram posts over a six-month period. The participants included Shafira customers, marketing experts, and influencers to ensure diverse perspectives. The credibility, transferability, dependability, and confirmability of the data were rigorously tested to ensure validity. The analysis revealed that Shafira's Instagram marketing strategy effectively captures consumer attention through visually appealing advertisements that align with contemporary aesthetic trends. Collaborations with influencers possessing significant and relevant followings have proven particularly successful, leading to a 25% increase in follower count and a 35% rise in engagement rate within the observed period. Additionally, the strategic use of interactive Instagram features such as stories, polls, and live sessions has enhanced consumer interaction and brand loyalty. However, this study acknowledges certain limitations, including the exclusive focus on Instagram, which may not fully capture the broader social media landscape, and potential biases from self-reported data. The findings primarily pertain to Shafira's specific target market and may not be universally applicable to all fashion brands. Nevertheless, this research contributes to the marketing literature by providing valuable insights into how targeted and aesthetically tailored strategies on Instagram can boost brand visibility and consumer engagement. Future studies could expand by incorporating additional social media platforms and considering external factors influencing marketing strategies.

Economic empowerment of remote traditional communities through access to women's services, youth, business and work Urip Wahyudin; Joko Suryono
AMCA Journal of Community Development Vol. 4 No. 2 (2024): AMCA Journal of Community Development
Publisher : AMCA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51773/ajcd.v4i2.396

The National Program for the Empowerment of Remote Indigenous Communities, led by the Ministry of Social Affairs in Indonesia, focuses on improving the condition of life and well-being of residents native to the area isolated. This research aims to analyze potential problems and needs for the empowerment of public custom remote that focus on empowering women, access service youth, and access to services, businesses, and work. This type of research is qualitative descriptive research using approach studies case. Data collection techniques use studies documentation, observation, interviews, and discussion group focused. Data analysis techniques use analysis models such as the inductive interactive Miles and Huberman model. Access research results in service empowerment women require access development involving the integration of a gender perspective that requires a framework of solid institutions and laws. Access services to youth require a development program. Villages that involve youth in the field of social economics show positive things in various areas. Access services work requires the development of an excellent local environment through cultivating plant hard, plant food, livestock, and fisheries.

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